Brand association 'more important than job security'

Posted on 29 January 2008

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Job security is no longer a priority for the latest generation of graduates, according to the Great Place to Work Institute.

More and more graduates are seeking contracts and freelance opportunities with large companies and organisations as they value an affiliation with a known corporate brand.

Williams Johnson, business development and sales manager for the Great Place to Work Institute, said: "For this generation, the main concern used to be job security. Yet the people working for Google now, for Yahoo, for Skype, the main concern is [that] they want an affiliation of the brand.

"When they are looking for something they can identify with, it's very different than being concerned about job security."

Research shows that workers feel workplaces are becoming less hierarchal with 86 per cent of employees working for these organisations claiming they are regarded as a full member of the team.

Mr Johnson explained that people who have worked for a company for three years or less tend to be more vulnerable to changes in the economic climate.

Category: General News

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